Published on February 15, 2014
My Digital Odyssey, Lessons Learned, & the Future of Ad-Supported Streaming Media Vickie Nauman Marketing and Ad:Tech Summit Tel Aviv February 2014
Pre-Digital • 10 years in marketing & US terrestrial radio Traditional and physical media defined by: Distinct channels into a finite potential audience Programming and ads for a targeted demographic Limited by: Printing capabilities Broadcast signal reach Retail inventory Scarcity of content But all that changed…. NETWORK
My Digital Odyssey • 1999 Napster 1.0
My Digital Odyssey • 1999 Napster 1.0
My Digital Odyssey • 1999 Napster 1.0 The Disappearance of Scarcity
My Digital Odyssey • 1999 Napster 1.0 • 2000-2004 early legal digital services
My Digital Odyssey • 1999 Napster 1.0 • 2000-2004 early legal digital services Legal battle lines drawn Power shifted from distributor to the consumer Geographic limits lifted from media marketplace
My Digital Odyssey • 1999 Napster 1.0 • 2000-2004 early legal digital services • 2004-2007 global digital landscape Digital licensing and partnerships in Europe, Asia, US Each country varied: Cell phone adoption Payment methods Network standards (ie GSM) Importance of local culture on media appeal Intellectual property rights
My Digital Odyssey • 1999 Napster 1.0 • 2000-2004 early legal digital services • 2004-2007 global digital landscape “Global digital” actually patchwork of country-specific laws, standards, devices and gatekeepers Resulting in country-specific user behavior in digital media
My Digital Odyssey • • • • 1999 Napster 1.0 2000-2004 early legal digital services 2004-2007 global digital landscape 2007-2014 connected devices proliferation of “smart” everything watches, glasses, phones, tablets, etc emergence of platforms explosion of content
My Digital Odyssey • • • • 1999 Napster 1.0 2000-2004 early legal digital services 2004-2007 global digital landscape 2007-2014 connected devices Hardware, software, and content must integrate elegantly …but services have still not reached sustainability
The Future of Digital Media? • DEVICES AND PLATFORMS: will continue to evolve rapidly – table stakes In 2009, 2.5B connected devices – 2013 10B – projected 30B by 2020(1) • CONSUMERS: fragmented mind / wallet share in digital media “firehose” • GLOBAL: countries’ media consumption patterns developing differently 48% of Swedes streamed music in 2013; Japan only 4%(2) • LEGAL: copyright / usage laws lag behind technological innovation • SERVICES: emergence of new models & price points, mobile ad-supported The MASS MARKET model for media remains - low threshold for consumers - simple to use and understand - advertising based (1) Gartner Oct 2013 (2) IFPI 2013
The Future of Digital Media? • Betting Big on Mobile Ad-Supported Users want it: 70% cite terrestrial radio as top music discovery in 2013 (3) 15% of total radio listening in the top 5 US markets is now online (5) 70% of digital listening is on mobile – 30% desktop(5) Mass consumer adoption to digital media is largely free ad-supported(3) 72% of listeners prefer ad-supported rather than subscription(5) Advertisers are joining the party: US mobile ad spend doubled to $9.6B in 2013(4) $35B in annual revenue in audio advertising globally, $18B is US alone(5) API and tech-enabled ad engines launching (3) Midia Cons Dec 2013 (4) eMarketer Dec 2013 (5) Triton Digital 2014
Thank you! Vickie.Nauman@7digital.com Vickie Nauman President 7digital US Los Angeles, CA
Presentación que realice en el Evento Nacional de Gobierno Abierto, realizado los ...
In this presentation we will describe our experience developing with a highly dyna...
Presentation to the LITA Forum 7th November 2014 Albuquerque, NM
Un recorrido por los cambios que nos generará el wearabletech en el futuro
Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...
News; Press Releases; Investor Relations; ... Jan 11, 2016 | ... 2015 | Personalized Online Ads with Rocketfuel CTO Mark Torrance. Read More.
The service launched on 16 November 2006 as 4oD ...    The majority of ... Virgin Media announced plans to offer high definition programming ...
Delia Dumitrescu, Lead Innovation ... How I came to understand Future Thinking ... Marketing & Ad:Tech Israel Tel Aviv, Israel, Feb 2014. North America.
• In 2014, the television industry ... the overall Media and Entertainment industry grew 11 ... The Government of India has supported Media and ...
3/6/2014 The Classic is Back! ... Use the link in the email to opt out of future communications. Submit Cancel. ... Classic Solitaire (Free)
FINAL FANTASY Initially released in Japan in 1987, ... 11/23/2014 ... Use the link in the email to opt out of future communications. Submit Cancel.
This year’s Digital Media Pipeline will ... Top theater and home entertainment executives on the future of windows ... 2014) … The Entertainment ...
Official website for U.S. DEPARTMENT OF DEFENSE ... First Lady Urges Women Veterans to Tell Their Stories During Reception